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Welcome to the Scout Newsletter, an exploration into the data behind the Australian Sport and Sponsorship Landscape.

This Week in Sponsorship is a weekly wrap up of the latest deals and renewals with a special focus on the Deal of the Week.

The Scouting Report is a monthly long-form deep-dive covering topics of interest to the sponsorship industry. Check out previous articles 

Enjoy!

4th September 2024

Deal of the week

HIF x Perth Wildcats

Brand: Health Insurance Fund of Australia (HIF)

HQ: Perth

Category: Health Insurance

Deal type: Renewal

Tier: 2 (Diamond)

Major asset: Playing Kit Back

Context: Perth Wildcats have locked in a three-year partnership extension with HIF, making it the longest-standing recognised partnership in NBL history, reaching 15 years.

A bit about the Health Insurance category:

• Modest sponsorship spend at $24M per annum from the category (26th ranked)

• Only 1 in 5 clubs sports orgs have a Health Insurance partner

• Investment skewed towards venues, with naming rights deals from GMHBA and HBF

• 12 active brands, 7 of which have a dedicated women’s partnership

• BUPA and nib are biggest players, together accounting for 50% of category spend

• No Health Insurance partners in BBL or A League, leaving summer period largely vacant

Other notable deals

NEW

🏏 Up and coming Telco Tangerine is joining the Melbourne Renegades, with the 2024/25 season the first of a multi-year agreement as a Platinum Partner (Tier 2).

⚽️ Macarthur FC has landed a new front-of-shirt sponsor with sustainable energy supplier SipEnergy signing up as the new Major Partner (Tier 1) for two years.

⚽️ Wellington Phoenix has signed IT services company Entelar Group as a Principal Partner (Tier 1) for the 2024/25 A-Leagues season.

🏀 Greater Bank has signed as a Platinum Partner (Tier 1) with the Illawarra Hawks in a three-year deal that is its first sponsorship in the region.

🏀 Fintech company Zeller have announced a 2-year Major Partnership (Tier 2) with South East Melbourne Phoenix and will appear on the Jersey back. It is the first major sports partnership for the payments company.

🏄‍♂️ Surfing Australia has announced Kennards Hire as the Official Major Equipment Hire Partner on a two-year deal for the Australian Boardriders Battle.

RENEWALS

🏉 Port logistics company DP World announced its elevation from Platinum Partner to Premier Partner (Tier 2) with the Fremantle Dockers until the end of 2026. The upgrade will bring DP World to the top back of guernsey for women’s in 2024 and men’s in 2025.

🏀 Perth Wildcats announced a three-year extension to its partnership with local health insurer HIF, making it the longest standing recognised partnership in NBL history, reaching 15 years.

🏉 NSW Mining and the Newcastle Knights have extended their long-standing partnership (Tier 2) to 2027. The agreement will see the Newcastle Knights continue wearing the hi-vis mining jersey in the NRL and NRLW.

⚽️ Sports equipment company Tapedesign has renewed its partnership with Western United for a fourth consecutive season.

⚽️ TML Transport extended their partnership with Adelaide United for the 2024/25 season - their logo will continue to be displayed on the front of shorts.

🏉 Victoria University has shown its commitment to women’s sport by elevating its partnership with the Western Bulldogs AFLW team to co-major level.

⚽️ Melbourne Victory has extended its partnership with home builder Maple Living to four years.

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